Burger King looks to broaden brand message

Burger King looks to broaden brand message

With sales still soft, BK to conduct consumer research, target more than young males

In an attempt to reverse its negative sales trends, Burger King said this week it plans to conduct more market research that may help the brand past its typical 18-35 year old, male demographic.

The Miami-based parent company, Burger King Holdings Inc., is in the midst of a turbulent transition period with changes to management, prices, menu items and marketing. Co-chairman John W. Chidsey is set to resign April 18, after formerly serving as chief executive before Burger King’s a

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